CHARLES A 


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FOR QUICK REFERENCE 


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BATES’ PRIVATE OFFICE 


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Advertising 


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My business is the necessary one of 
selling goods by the use of type, 
ink and paper. 

It requires, first, a definite plan 
made to fit the business under consid- 
eration. The plan varies according 
to conditions and the result desired 


just as the plans for a cottage and a 


TITAS LEME LN TER NEY TINY ETT ONTO Ee Ne IIR TR TT Me UOTE Deo a ee 


skyscraper differ in design and detail. 

The ability to make a successful 
plan, either in advertising or in archi- 
tecture, must come from training, 
experience, and perhaps some natural 
aptitude. 

A business man uses law, medicine, 
architecture and advertising. 

The wise man buys what he needs 
of the training and ability of special- 
ists in each line and so leaves his time 


and mind free for the practice of the 


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things for which he is fitted by his 
own aptitude and training. 

A good working plan secured, the 
Fest 15. ‘detail—-but: it is important 
detail, the execution of which calls 
for a technical skill that is acquired 
only by long and studious experience. 

No matter what natural ability a 
man may have, a knowledge of types 
and inks; of engraving, electrotypes 
and presses; of drawing and painting 
and writing; of newspaper rates, cir- 
culations and values, is not born with 
him and must be secured by either 
training or purchase. 

The fact that no one man can 
possibly learn and know all of the 
details of all of these things is the 
force which has led me to gather 
around me the staff and equipment 


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THE. YOUNG MAN 
WHO TAKES YOUR 
CARD 1S -CHEER- 
FUL AND, POLITE 


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of which the pictures in this book 
give evidence. 

It is the only equipment of its kind 
in the world. 

mid THere. 1s. oy leaste part) of It 
that is not necessary in the operation 
of a really efhcient advertising 
agency. 

I call it an advertising agency for 
want of a more satistactory name. 

We do all the work of the old- 
style advertising agent, but the work 
that we do that he does not do is the 
most important of all. 

His work represents twenty-five 
per cent of the whole. 

Ours 1s one hundred per cent. 

We start with the proposition that 


good advertising can be profitably 


used in any business. 


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THE FINANCIAL END 
OF THE BUSINESS 
IS IN GOOD HANDS 


Any business can be increased by 
some form of advertising. 

And advertising means more things 
than are usually considered. 

When we say advertising we mean 
anything which brings to possible 
customers a knowledge of the facts 
about the business. This may be 
done by word of mouth, by letter, 
by printed circulars, by newspaper 
space, bulletin @ boards, street \.car 
cards, signs, or otherwise. 

Whesarst thing. tom cmd) outs (tlie 
kind of advertising required by the 
business under consideration, and the 
quantity of such advertising that can 
be purchased tor the amount of 
money available. 

Our prospective customer knows 


the kind of business he wants, and 


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THE: GENER AL 
MANAGER IS THE 
MOST MODEST MAN 
ON. THEO PLACE 


the amount of cash he is willing to 
devote to its acquirement. On these 
facts we base our plan. 

Our prospective customer comes 
to us with the facts about his goods, 
his methods and _ his advertising 
appropriation. We pump him for 
all the information we can get. 
When we feel that this information 


is reasonably complete we study the 


proposition and outline a definite 


plan completely, down to the small- 
est detail. 

This plan, in writing, is submitted 
for our client’s approval and is then 
subject to his ‘criticism and we ‘are 
open to any suggestions for its better- 
ment. 

For the work so far we make a 


reasonable charge, and at this point 


NWA WAZA WAWA WANA WA aA el ld Bel ET A a A A A Ae NP INO b’ 


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Avagr ee" PAPER OPAPP PEPYS NY eae! A Net P= 
papier ites! ° TENT Ba a a a 


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THE LITERARY LOOK 
OF. THIS PLACE GS 
QUITE IN KEEPING 
WITH ITS CHARACTER 


our client is free to take his plan and 
have it executed elsewhere, or not to 
have it executed at all. 

If our plan, or a modification of 
it, is adopted, and we are given the 
order for its execution, the amount 
of the fee charged is credited on the 


first bill for work executed. 


A Bn De ht ay k NB Lak Oa AL Co ha kN ata ats A isd Ld 


After the plan is approved, the 


specifications and all the information 


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available are transferred to our liter- 
ary department. 

In this department eight writers 
are available, and the necessary 
writing is done by the one whose 
training best fits him to handle the 


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matter in hand. 


bis thts department is’ a pretty 


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ENGLISH AS SHE 
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comprehensive library of books, trade 


CA Guat Wao ei dy el debe 


papers, catalogues and _ advertising 
matter of every description. It is 
hardly possible that a subject can be 
presented on which there is not on 
file considerable information. It is, 
in fact, rather unusual that a subject 


is presented on which we have not 


TTI TEFEN AIT TIM ee Me Pele RN eR RPP TY eT OT Oe Em 


already done satisfactory work. 


From the literary department the 


work passes to the art department 


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for illustration, if illustrations are 
needed. 

In this department six artists, each 
with some particular and distinct 
ability, work under the direction of 
a competent head. As shown in the 


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STENOGRAPHERS’ ROOM 


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pages of the leading magazines and 


PVC Wren Scape Sitwee Srna] ies 


trade papers, their work speaks for 
itself. 

The first work of the art depart- 
ment is to make preliminary pencil 
sketches which, with the literary 
matter, are sent to our client for 


approval or suggestion. Anything 


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which at that time seems unsuitable 
or undesirable may be changed, or 
revised, or may be rejected altogether, 
when an entirely new substitute 1s 
made. 

When both matter and designs 


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have been approved and our client’s 
O. K. with his autograph appears on 
every piece, finished drawings and 
engravings are made. 

According to the nature of the 


work, the completed engravings and 


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THE, HEAD. OF “THE 
ART DEPARTMENT 
IN HIS OWN ROOM 


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NEWSPAPER RATES 
HAVE TO BE FIGURED 
VERY CAREFULLY 


the copy go either to the magazine 
and newspaper department or to the 


printing department. 


The newspaper and magazine 


department is in charge of a man 


who knows the rates for space so well 
that we are satisfied to write in our 
contracts for such work, a positive 
guarantee that our client, in no case, 
shall pay more for the space he uses 
than is paid by anyone else under 
like conditions, and that if at any 
time it can be shown that anyone 
else does pay less we will make good 
the difference in cash. I think there 
can be no stronger guarantee, and | 
think that this guarantee definitely 


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disposes of the question of who 
gets the lowest rates?” 

If our client’s work calls for news- 
paper and magazine space, the 


engravings and copy are handled 


from this department, and the client 
has no detail to look after except the 


detail of paying his bill promptly. 


Mae ti Dea shed Dk ao Lael oo Oo basa 1 


If the matter is to take the form 
of circulars, cards, letters, booklets, 


catalogues, or any of the many other 


forms of printing, the engravings and 


copy go to the printing department, 
which 1s fully equipped for the execu- 
tion of such work as we do. 

In this department the work is of 
sufhcient volume to permit us to 
have made for our exclusive use, 
various qualities and colors of paper 


and cardboard which are not available 


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INSTANT REFERENCE 


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to other printers, and which give our 
client’s work a distinctiveness which 
adds materially to the force of the 
advertising. Of some varieties of 
paper and cardboard we are perhaps 
the largest consumers in the country, 
and we carry these particular things 
in stock in larger quantities than any 
jobbing paper house in America. 
With the copy and engravings the 
printers receive instructions, either 
from the literary or art department, 
as to what is required in the way of 
type, ink and paper, and proofs are 
not sent to our client unless they are 


definitely requested. 


From the printing department the 


finished work is sent either to our 


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client or to our own addressing 
department. 

In this department we are prepared 
to furnish lists of names for all pur- 
poses, and here also we keep on file 
the lists supplied to us by our clients 
for the execution of their work. 
Dieehsts of cach. client are~ kept 
separately, and the names on one 
list are not available for use on 


another. The lists supplied to us 


are always the property of our 
clients, and the information contained 


in them is regarded as strictly con- 
fidential. 

Mail matter for these lists is 
addressed at the required time and 
either mailed promptly at the New 
York post office or sent, by express 


or freight, so that our chent may 


Stevia erwi teres 


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have the matter dropped into his 

own post office at the proper time. 
The output of this department 1s 

measured by millions every year. 
The point that we try to impress 


upon business men is that we are 


fully equipped in every way in every 
department for the execution of any 


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and all kinds of advertising. 

Everything in legitimate advertis- 
ing is in our line, and we have the 
ability and equipment to handle it 
properly. 

As the business has grown it has 
been found expedient to locate 
branch offices in some of the larger 
cities to facilitate our work with 
present clients and to enable us to 


get promptly in touch with new 


ones. 


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No work is. executed in any of 


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these offices, but the man in charge 
Oi eacn one, «being thoroughly 
acquainted with our metheds of work, 
is able to explain them more satisfac- 
torily than could be done by mail. 
He 1s able also to get from our clients 


the kind and quantity of information 


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that we require before we can do the 
best sort of work. 
The location of these offices is such 


that there is no point east of St. Louis 


Fh AI Ral RR alae GS bi a a TA ALUN le OL y 


or north of Washington that is more 
than a dozen hours away from us. 
Within this territory we are ready to 
go to any place, at any time, to 
place our proposition before the man 


who means business. 


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THE MANAGER OF THE 
CHARLES AUSTIN BATES 
SYNDICATE DOES _ BUSI- 


NESS WITH SEVERAL 
THOUSAND MERCHANTS 


The Charles Austin Bates Syndi- 
cate does business with thousands 
retail merchants. Although it is 
called a Syndicate, it offers a service 
which differs from that of any other 
advertising syndicate in the world. 
It offers real help to the average 


retailer in the smaller towns in pre- 


ae tine a 3 Ma hl ak ae OR AA LAL hh La ate le PIN TRS IE NET 


paring effective and business-bringing 
advertising, and this help is furnished 
at a comparatively small expense. 
An initial fee of ten dollars secures 
the service, one of the greatest privi- 
leges of which is that of buying cuts 
at the cost price of sixteen cents each. 
While this is an important part of 
the service, it is not the entire service 
as the ten dollars alone, without the 


cut privileges, pays for help of an 


invaluable kind to every retail 


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THE BUSINESS IS ONE 
OF MU Cat CORE E- 
SP OIN DENCE. 22ND 
M AN Y “DE iséel irs 


merchant in the way of advertising, 


LEA ELPA eg a and ae 


good store keeping, window dressing, 
changing from credit to cash, and all 
the other problems which vex the 
average retail merchant. 

In addition to this particular ser- 
vice the Syndicate also has a service 


tor larger retailers who desire special 


NOAA TE PELE OTT NIN IPONT RY EIT OSI Tee TC eR Ne EP eT eT TTT 


cuts made for them, and who wish 
special ads written for them. This 
service costs more than the other 
plan, but less than such helpful work 
would cost by any other method. 
The business done by The Charles 


Austin Bates Syndicate, while small 


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in its individual items, is immense in 
the aggregate. 

The retail merchant 1s the bone and 
sinew of this great country. Upon 


bin ‘the manuiacturer and jobber 


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PROOFS OF 10,000 SYN- 
DICAT EV CUWLS FOR 
RETAILERS REQUIRE A 
ROOM FULL OF SHELVES 


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A BOOK OF READY- 
MADE ADS IS PRINTED 
FOR EACH IMPOR- 
TANT RETAIL LINE 


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THE SALE OF SYNDI- 
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aceite is Ciererere “or the ereatest 
importance to these same manufac- 
turers and jobbers that the retail 
merchant shall be supphed with that 
sort of advertising, which will help 
him sell the most goods at the best 
profit in the shortest time. 


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PHILADELPHIA OFFICE 
DREXEL BUILDING 


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MARQUETTE BUILDING 


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BOuS di Oo iN Or Pr avGee 
186 DEVONSHIRE ST. 


The Charles Austin Bates Build- 
ing is in course of construction at 
Longacre Square, New York City. 

It will be sixteen stories high, and 
when completed will represent an 
investment of $250,000. It will con- 
tain 35,000 square feet of floor space, 
all of which will be utilized in the 
different branches of the business, 
described in the preceding pages. 
There will be plants for engraving, 
electrotyping, printing and binding. 
There will be floors for the exhibi- 
tion of machines, inventions and 
manufactured articles of foreign and 
domestic concerns which seek a 
market in New York and surrounding 
States. The exposition department 
will act also as selling agent, and will 


contract for the exploitation and 


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actual sale of goods, by advertising 
and otherwise. There will be room 
in the building for about two hun- 
dred exhibits of varying size. 

It will be the only important 
building in any city of the United 
States the entire space in which 1s 
devoted to the advertising business. 

Not only will it be devoted solely 
to advertising but to the business of 


a single concern. 


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ADVERTISE 


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4 


CHARLES AUSTIN BATES 


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NEW YORK. 


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